A “Sharia compliant” sex shop is reportedly set to open in Mecca selling halal products and toys.

El Asira, an erotic brand originating in Amsterdam, is branching out to Islam’s holiest city in Saudi Arabia, visited by millions of Muslims a year on the “hajj” pilgrimage.

Founder Abdelaziz Aouragh announced his ambition last year but now the shop is almost ready to open, Morocco-based website Alyaoum24 reported.

An aerial view shows the Kaaba at the Grand mosque in the holy city of Mecca, on October 27, 2012. Muslims worldwide celebrate the Eid al-Adha or the Feast of the Sacrifice, marking the end of the hajj pilgrimage to Mecca and commemorating Abraham’s willingness to sacrifice his son Ismail on God’s command.

Muslim clerics and Saudi sheikhs have reportedly been consulted to ensure the business complies with local laws and customs.

“The products we’re putting on the market have nothing to do with blow-up dolls or vibrators,” Mr Aouragh told the AFP news agency.

“It’s not about the sex act, it’s what’s going on around it. Our products increase the atmosphere and heighten feelings of sensuality.”

Saudi women, forbidden to drive, board a taxi in Riyadh

Women’s freedoms are severely restricted in Saudi Arabia and Islamic codes of behaviour and dress are strictly enforced but El Asira says it strives to lead to “more admiration and love for women” by improving marital relationships.

Its website describes all products as “Sharia compliant” and claims they can “provide a deeper meaning to sexuality, sensuality and even spirituality”.